New China: the historical contexts of brand design development (1912-2023)

China has attained the status of the second-largest economic entity globally (Koveos, 2023), and the pace at which brand design is flourishing in this country is remarkable. However, there is a lack of comprehensive research examining the development of Chinese brand design, both systematically and historically. This research focuses on analysing the development of brand design in China in historical, political, socio-economic, and cultural contexts from the Chinese Republican period (1912) to the present (2023). Brand design in the Republic of China (1912-1949) showcased China's modernisation and cultural revitalisation by blending traditional and Western influences. However, the significance of brand design diminished during the establishment of the People's Republic of China until the period before the ‘reform and opening up’ (1949-1978). Despite political constraints, brand designs continued to manifest distinctive attributes. After the reform and opening in 1978, Chinese brand design developed rapidly, drawing inspiration from European, American, and Japanese design while seeking a balance between national and international characteristics. This research examines the past, current, and future development of Chinese brand design based on historical reviews and interviews with contemporary Chinese designers. It offers industry practitioners, designers, and students valuable insights and knowledge, enabling them to understand Chinese brand design comprehensively and deeply. In addition, the research identifies the brand value of Chinese firms in the global market to help them formulate effective corporate strategies for international success.